As more Americans whip out their cell phones for the latest mobile game or battle other video gamers online via Xbox or PlayStation, some casinos are getting in the act to appeal to this segment of the country. While slots may be king at live casinos, some properties are slowly embracing other options to lure in mobile gamers and fans of esports.
California’s Agua Caliente Casinos, with properties in Palm Springs and Rancho Mirage, has embraced more skill-based video games – part of a trend in the industry to bring more players in the doors who may prefer a different type of gaming. The property is now hosting the Casino Esports Conference on March 19-21, focusing on bringing more video game options to traditional casinos.
“Many years ago, we saw that there would be a decline in the older generation visiting the brick and mortar casinos,” conference co-founder (with his brother Ben Fox) Ari Fox told the Press-Enterprise. “Our answer is to give the younger people what they’re looking for, and what they’re looking for is much more of a skill-based system where people could play against each other on a peer-to-peer platform.”
Attracting New Gamblers
In recent years, esports has grown immensely with major competitions now featuring huge prize pools and even professional players. Twitch has also become a hugely popular online platform for fans to watch others play games. A recent study by Fortune Business Insights reported that the global esports market is expected to grow from $1.7 billion in 2023 to almost $6.8 billion by 2030, with a CAGR (compound annual growth rate) of 21.5% over this period. North America is expected to see the bulk of that at more than 30%.
Casino corporations are now working to bring some of those gamers to their properties. Slot developers themselves have also moved in this direction as well. Companies like Next Gaming have added more traditional-style video game play. Next uses the tagline “where skill meets thrill” and offers casino games that may be more similar to arcade and mobile games than traditional slots.
These options may not only fill a need for more arcade-style games, but may also trigger a pop culture connection with Next offering games like Asteroids, Arkanoid, Missile Command, and others on casino floors. These allow casinos to connect with a new generation of gamers, only now with some money on the line when competing.
Along with the conference at Agua Caliente, the Fox brothers also founded Gameacon in 2015. The convention is set for June at the Palm Springs Convention Center and features professional and amateur gamers as well as more pop culture and anime offerings. Ari Fox believes casinos could be at the forefront of the industry.
“We realized that the adrenaline that people get from slot machines, trying to get that bonus or trying to get the win, is similar to video gamers, but the video gamers have a different goal,” he said. “Their goal is to win the next level(s), so there’s a way that you can connect the two by giving them something that’s more interesting for them to do.”
Casinos Getting on Board
MGM Resorts has embraced the market and opened the HyperX Esports Arena in 2018 at the Luxor casino in Las Vegas. The 30,000-square-foot venue is owned by Allied Esposts and features multiple levels with gaming stations, seating for competitions, bars, dining, and a complete broadcast center and production studio.
It’s designed to host every form of competitive gaming in a high-tech environment. The arena includes a 50-foot LED video wall displaying all the action for those in attendance. VIP lounges and other amenities are meant to give off a cool vibe and really welcome gaming fans.
And while Las Vegas may be a playground for adults, the average afternoon may see several youngsters manning the gaming stations. The arena regularly hosts major competitions and the venue can also be booked for private events. The goal was to make Las Vegas a key hub for esports players and events alike.
“It will start to give some shape to the esports identity of Las Vegas,” Nevada Esports Alliance co-director Chris Grove told the Las Vegas Review-Journal. “All of these players in the esports ecosystem will have a reason to interact with Las Vegas differently.”
Along with MGM, Caesars Entertainment also offers various esports and gaming opportunities at some of the company’s properties. Some casinos have even started offering betting on major esports competitions, similar to betting on a football or basketball game. The esports momentum seems to show no sign of slowing down, nor does the effort by the casino industry in embracing it.
